| Summary: | 碩士 === 世新大學 === 口語傳播學研究所 === 105 === After 1996, Council for cultural affairs vigorously cultivate the local tourism industry. Then, the name of various cities "festival-making movement" has been growing for recent ten years. Some research focused on different historical stages of the festival, see it as a collective ritual, not only constructing the morality of members, the integration of the internal order, but also gather a sense of place. In terms of economic benefits, another part of the studies, selected festivals cases for a specific geographic area, with the perspective of city marketing, define it as a public relations event or promotional techniques, improving the satisfaction of recreation experience , increased tourist return rate, and getting higher production value.
The purpose of this study from the view of story branding, is to observe the narrative strategies of Taipei MRT cultural festival. This study used Walter Fisher's narrative paradigm, Seeing Taipei's cultural festival as a complete whole story, and cross-text shared the same narrative structure and meaning. This study followed the order of three steps inspired from Fisher's narrative paradigm: the narrative structure, the narrative meanings, narrative evaluation.
Studies have found that "festival" has the function of "epideictic oratory" in Greece age, becoming a "rhetorical setting" .The value of its construction reflects on the three topic of politeness in the text: the people in certain time, the people in certain place, the people in certain interpersonal relationship. By these three topic of politeness, we can see the the target audience and rhetorical purpose of the Taipei MRT cultural festival. The target audience of the Taipei MRT Cultural Festival are passengers of different social state in the meaning of different timing or place. And promoted message is the value that: politeness is a way of kairos to strike a balance between group and personal style.
This paper also argues that the narrative possibilities and fidelity of Taipei MRT cultural festival might have a room for improvement. First of all, the current forms of propaganda, only vedio ads and art cooperative have coherence with politeness discourse. Taipei MRT cultural festival should overcome the lack of matched forms of propaganda with politeness discourse. Second, the construction of politeness in Taipei's cultural festival just followed "universal principles" that the actant of polite behaviors tend to be young, and the beneficiaries tend to be elderly. But according to the life experience of audience interviewed, polite behaviors might follow the "situational principles" that people rotate the role of the actant and the beneficiaries for random factor, such as physical state, time state, mood state of people. At this point , the narrative possibilities and fidelity of Taipei MRT cultural festival might have a room for improvement.
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